Title: "MANONG PARA!:" Measuring the Perspectives, Experiences, and Revisit Intention of Tourists Towards Sustainability of Color-Coded Jeepneys in Olongapo City
Authors: Lagman, Jenny Mae M.
Volume: 9
Issue: 10
Pages: 228-254
Publication Date: 2025/10/28
Abstract:
This study empirically evaluates a model linking tourists' perspectives on their intention to return to a destination, focusing on Olongapo City's color-coded jeepney system. It likewise examines the influence of tourists' emotional experiences as a mediator in the relationship between tourists' perspectives and their intention to revisit. The study utilized a quantitative research method and purposive sampling to select 150 tourists who used the color-coded jeepney system in Olongapo City. Key findings indicate that safety, local culture/cultural relevance, and unique/authentic experiences significantly predict tourists' emotional responses, positively influencing their intention to revisit. The results show that tourists' intentions to return to the city are strongly influenced by their emotional experiences, with love and joy as the best predictors. In addition, positive surprise had little impact on positive emotional outcomes, although accessibility and route efficiency were important drivers. The findings highlight the necessity of improving the cultural, happy, and unexpected parts of the jeepney experience to establish strong emotional connections and encourage return visits. This study emphasizes how effective and culturally diverse transportation can support sustainable tourism and encourage return trips to Olongapo City.